ClickZ Pet Products Newsletter - 11.28.2024

PLUS: Thanksgiving treats and industry insights for your furry companions

Author

Priscilla Soedarpo
November 28, 2024 • Estimated Reading Time: 8 minutes

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Welcome to ClickZ Pet Products, your essential newsletter for pet product marketers and e-commerce professionals. This Thanksgiving, with Black Friday just hours away, we’re here to help your campaigns sparkle and your sales shine!

Here’s what’s new this week:

🐾 Woof Expands with PetSmart: Nationwide rollout of innovative wellness products like the Pupsicle.
📈 MG OMD Wins Pets at Home: New media partner to drive tailored marketing strategies.
🌱 Premium Petfood Grows: Yarrah acquisition boosts organic offerings.
🐶 Hills Pet Nutrition Success: Q3 sales up 6.3%, focusing on wet formats and international growth.
🎯 Mid America Pet Food: Eric Dahmer joins as CMO to expand market presence.

Guest At the Table 🍴

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

1️⃣ Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

2️⃣ Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Harvest Highlights 🥕

Woof

Woof, a leading pet brand, is expanding its retail presence by partnering with PetSmart. This move will make their innovative products, like the award-winning Pupsicle, available nationwide. The Pupsicle, recognized for its thoughtful design and health-focused treats, exemplifies Woof's commitment to enhancing pet wellness and owner satisfaction.

This expansion follows a year of significant growth for Woof, which now reaches over 5,000 retail locations. By collaborating with PetSmart, Woof aims to further its mission of making pet wellness accessible. The partnership highlights Woof's dedication to innovation in the pet industry, offering enriching toys and treats that promote safer, healthier play for dogs and peace of mind for their owners.

MG OMD has been appointed as the new media agency for Pets at Home, replacing Carat after a decade. Their innovative approach and understanding of the market impressed Pets at Home. MG OMD will provide tailored media solutions to support Pets at Home's growth and customer engagement.

@thierry.ydlibi

Mid America Pet Food has appointed Eric Dahmer as Chief Marketing Officer. With experience from Pet Honesty and Kraft Heinz, Dahmer will lead omni-channel marketing. His focus is on expanding market presence and enhancing connections with pet owners, aiming for significant growth in sales and market share.

Premium Petfood Brands has acquired Yarrah, an organic pet food brand, expanding its portfolio to include sustainable options. This acquisition aligns with the growing demand for organic products and reflects the company's commitment to animal welfare. Yarrah's integration will enhance Premium Petfood's offerings in the organic pet food market.

Hills Pet Nutrition's sales rose 6.3% in Q3 2024, reaching $1.13 billion, contributing 22% to Colgate-Palmolive's total sales. Operating profit increased by 28%. The company is expanding capacity and optimizing its supply chain, focusing on international growth and wet formats, ensuring sustained growth and market share gains.

Feast of Influence 🥧

Tara Jackson on LinkedIn: It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 

Here are 3 key stats that we pulled from Black Friday last year: 

🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone

📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days 

📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending. 

Jake Abrams on LinkedIn: Harsh DTC growth truth

Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.
START building a brand that your audience knows, trusts, and loves.

James Gray on LinkedIn: The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative…

Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

The Golden Gobbler 🍗

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Dynamic Search Ads remain crucial in Google Ads strategies, even with Performance Max campaigns. They offer targeted control over ad descriptions and website sections. Regular optimization and strategic setup uncover new keyword opportunities, enhancing main search campaigns. 

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

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